28 Oct 2019 --- The greater mass of people interested in active nutrition are influenced by broader consumer trends of wanting foods to be more natural, less processed and low-sugar. This is according to Julian Mellentin, Food Industry Analyst and Director of Consultancy New Nutrition Business, who tells NutritionInsight that real food is the next big trend in sports nutrition, as consumers seek to deviate from gels and sports bars applications. Naturality in ingredients is an overarching industry trend that is seeing accelerated growth. According to Mellentin, real foods for sports nutrition is also becoming the mainstream advice offered from professional and dietary nutrition sources.
